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Improving DSPs Broadband Service Qualification Coverage by 41% using Unified Serviceability Framework
Srinivas B Mogan A BCredits Vijayan B
Confidential & Restricted 2
Broadband Service Qualification has Become Cumbersome and Time-consumingLeads to Customer Disqualification and Poor Serviceability
Most DSPs are challenged with
ineffective service qualification process
which impactsCustomer
Experience (CX)
New customersexperience unserviceability
Existing subscribersface poor customer experience due to reduced service offering (e.g.) under-qualified bandwidth
Unrealized
service opportunities
Non-standardized address and service repositories
Lack of support for multi-technologies(e.g.) Copper, Fiber, IPTV, Cable, Fixed Wireless
Lack of agility to accommodate real-time customer needs static qualification & feasibility check
Inaccurate measurement of loop length
Co
ntr
ibu
tin
g fa
cto
rs
DSPs need tofocus on improving service qualification to provide the
better services for retaining and enlarging the customer base
Reduced Customer Acquisition
Customer Churn
Opportunity Loss
Ineffective service qualification directly impacts DSPs day-to-day operations
30-40%
20-30%
5-10%
Confidential & Restricted 3
Recommended Approach to Achieve Improved Serviceability Using Unified Serviceability Framework
Improved customer
engagements and real-time
responsesfor service
qualification inquiries are achieved by using
this framework
Contact CenterCustomer Portals Sales & Marketing agents
API Layer (Middleware)
Service Repository Layer
Standardizing the Address Catalog
Building Qualified Service Repository
IntelligentAddressQualifier
AdaptiveServiceEngineE
na
ble
rs
Qualified ServiceRepository
AddressCatalogue
QualificationOptimizer
Scheduled jobs periodically updates
Service Repository Layer using the backend process
Tool to Enable
On-demand manual override of the existing qualification
Support sales promotion & marketing reach
Un
ifie
d S
erv
ice
ab
ilit
yFr
amew
ork
This insight elaborates on the unified serviceability framework and the key enablers for improving service qualification process
Confidential & Restricted 4
Standardizing the Address Catalog using Intelligent Address Qualifier Data Integration and Extraction
Static Survey data in the traditional
approach is
replaced byGeo-based
Outside Plant Inventory
in the new approach(consisting of the line
equipment,cross-connect, and
terminals)
Extracted addresses are in a non-standardized format and it needs to be standardized before adding further intelligence
Pro
cess
Wor
kflo
w
Data Integration
& Extraction
Adding Data Intelligence
(Geographic & Geometric)
Local Loop
Evaluation
Standardized
Address Catalogue
Billing/CRMSystem
E911System
Logical Inventory
Outside Plant
Inventory (OSP)
Network Areas (Central Office Exchange) and
Network Location (Wire center)
Emergency Number and
Address
Billing and Service Address for both Active, Inactive
Customers
Geo-basedLocation,
Facilities in theform of Shape Files
Data Integration
NetworkLocation
Service Location
Shape Files
OSP system consist of shapefile format which includes facilities
such as access-points, cross-connects, terminals in the form of
points, lines and polygons
Association of index points with network
resources
Identifying and staging
corresponding serviceable
address
Non-standardized Address
Data Extraction
E911Address
A
Confidential & Restricted 5
Standardizing the Address Catalog using Intelligent Address Qualifier Adding Data Intelligence (Geographic & Geometric)
Address NormalizationUsing API Integration
Address EnrichmentUsing Geo-data
Correlating Locationand Customer Address
Adding CensusBlock to Address
Validate different address formats from multiple
sources and map into one standard universal format
(United States Postal Service) using
API integration
Discover the network sources for specific customer location
Pin the specified Geographic & Geometric location with eligible
resources
Create Linkagebetween the network location and
serviceable customer address
Build relationships such asone-to-one, many-to-one addresses.
Mapping Census Block is the final stage of the four-step process
Statistical Data comprises of plot numbers, blocks, street range,
and boundaries.
Adding data intelligence (Geographic, Geometric & linking network location) help in improving serviceability of customer address by 33%
39.37893320, 89.8972270
39.59893320, 89.6982270
67.59893320, 45.6954270
Pro
cess
Wor
kflo
w
Data Integration
& Extraction
Adding Data Intelligence
(Geographic & Geometric)
Local Loop
Evaluation
Standardized
Address Catalogue
B
Confidential & Restricted 6
Standardizing the Address Catalog using Intelligent Address Qualifier Accurate Local Loop Evaluation
Traditional Approach Calculating the local loop using the static outside plant inventory data gives inaccurate results, causing limited service offering.
Recommendations
Using the Intelligent Address Qualifier to
compute the local loop between customer location & network terminal provides
accurate value.
Identify the nearest networkterminal to provide service
After evaluating the loop length, the customer location gets qualified for providing the service. The standardized address value get stored as a catalogue and referred in the service qualification
Select the shortest path to providethe service to the customer
Find the available capacity (cable pair,MDF and XConn) from the terminal
Calculate the accurate local loop
Local Loop Evaluation using Intelligent Address Qualifier
Network Terminal
Fig: Sample image of accurate local loop calculation using Intelligent Address Qualifier
Pro
cess
Wor
kflo
w
Data Integration
& Extraction
Adding Data Intelligence
(Geographic & Geometric)
Local Loop
Evaluation
Standardized
Address Catalogue
*MDF - Main Distribution Frame, XConn – Cross connect
C
Confidential & Restricted 7
Building Qualified Service Repository using Adaptive Service Engine
Enter your address to review products andpricing available in your area
Check Availability
77 Mcqueen St
Somerset KY 42503
Internet Voice TV &entrainment
Get Started
Chose the services you want
Select Your SpeedThe following speeds are available at your location
100Mbps
Broadband Internet 100$ 67.00/month
Promotional PriceAfter 12 months $70.00
Promotional Offer
25Mbps
Broadband Internet 25$ 47.00/month
Promotional PriceAfter 12 months $50.00
Promotional OfferService
availability inquiry from online portal
API Layer (Middleware)
Service Repository Layer
Adaptive Service Engine
Various limitations of static qualification using inventory data is greatly overcome by leveraging adaptive service engine. It enables DSPs to improve customer experience and customer retention
Orchestrator
Qualification Controller
StandardizedAddress Catalogue
Qualified ServiceRepository
Workflow of Adaptive Service
Engine is shown in the next slide
Physical Inventory - Elements for Network Qualification• Collecting the maximum attainable bit rate• Performance metrics from various nodes
Logical Inventory - Elements for Logical Qualification• Logical instances, Backhaul Bandwidth• Product Catalogue and Rate Reach
A
Confidential & Restricted 8
Building Qualified Service Repository using Adaptive Service EngineImproved Service Qualification using Orchestrator and Qualification Controller
Orchestrator Qualification Controller
Computing the Max Speed per Technology for Both Logical & Network Qualification
Compare, Weights-based Ranking, Prioritization and finalize the Improved Service Qualification
Orchestrationworkflow
Network Locations &
Resources
Rank DSLAMs & Shortest path
RateReach per Technology
Calculate Theoretical
Distance
c
da
b
Orchestrationworkflow
Group of Existing
Customers
Get Network DSLAM
Calculate Network Speed
Get Terminal &
Route
c
da
b
Logical
Qu
alifica
tion
AdaptiveServiceEngine
Ne
two
rk
Qu
alifica
tion
Data Controller
Calculate Max Speed
Calculate Max Speed
e
e
Serviceability Improvement Process
Computing the Final Qualification
Network
QualLogical
QualCompare Ranking
Improved Service Qualification per Technology
Qualified ServiceRepository
Storing in Data warehouse enables API layer for faster
data retrieval
B
Confidential & Restricted 9
Sample screenshots –Traditional vs. Improved Service Qualification Using Adaptive Service Engine
Street# Pre Dir Street Name St Type City/Community State ZIP
Search
Internet Speed Qualifications
DSL Qual
Cable Qual
Qual up to 25Mb Range Speed down
Speed up
23.68 Mb
2.05 Mb
Kentucky 40517LEXINGTONNIAGARA DR(Clear)3682
Traditional service
qualification
Improved Service
Qualification Copper, Fiber, Fixed Wireless and IPTV
with respective Max Speeds
Serviceability UI
C
Confidential & Restricted 10
Qualification Optimizer ToolOn-demand manual service qualification override for sales promotions and data corrections
Engineering team to resolve configuration issues and perform data corrections.
Build a Qualification optimizer module to be integrated with
Unified Serviceability Framework to enable :
Sales & marketing team to enhance service qualifications for target segment, for promotions, mass upgrades and achieve higher customer retention.
Identify the potential locationsfor qualification improvement
Select Location or Addressfor Optimization
Choose the eligible service fromthe product catalogue
Apply changes in real-time
Functional WorkflowSales & MarketingSupport upselling and cross selling
Engineering team Perform data corrections
Sales team effectively uses the tool to improve the speed offering or remove the location qualification
based on the market need
Engineering team uses the tool to correct data integrities such as the wrong wire center, incorrect loop
length from logical inventories
Analyze & Determine the Optimal Qualification
QualifiedService
Repository
Post Optimization
Enhanced Service Qualification
Helps in enhancing customer retention by
offering optimized services (e.g.) higher bandwidth,
technology upgrades
Screenshots for each step in the workflow are shown in the next slide
Support on-demand product and service retiring
Enable sales promotions and campaign reach
Retain customers through mass upgrades
Eliminates service requests for data correction
Benefits of Qualification
Optimizer
A
QualificationOptimizer
Confidential & Restricted 11
Sample Screenshots from Qualification OptimizerGeneric Workflow for Enhanced Service Qualification
Search Clear
Street Name St Type City/Community State ZIP
801 W WALL ST CENTERVILLE
DSL Qual Qual Up to 50Mb 11.928 Mb
Max. Speed Up
48.007 Mb
Max. Speed Down
Search Clear
Street Name St Type City/Community State ZIP
DSL Qual Qual Up to 100Mb Range 128 Mb
Max. Speed Up
128 Mb
Max. Speed Down
E
New / Existing
Pre-Optimizer1Identify the customer address for qualification improvement
Results in enhanced service qualification for the selected customer addressPost-Optimizer3
Retrieve the address from specific market area / exchange / network location for qualification improvement
Select the specific address from the identified location
Configure a different wire
center to provide higher
bandwidth Update the required product details from the catalog
Update an effective date for the new
qualification
Qualification Optimizer2
Qualification Optimizer enables upselling and cross-selling in real-time with improved qualification and enhanced customer experience
E
New / Existing
CENTERVILLE801 W WALL ST
B
Confidential & Restricted 12
Benefits Achieved by a Leading DSP In North America After Implementing Unified Serviceability Framework
A leading DSP in North America faced major challenges in the service qualification process,
which lead to poor CX (Customer Experience) and missed opportunities.
Implementing the recommended approach as discussed in this insight, resulted in the following benefits.
Improved
Qualification Coveragewith Standardized Address Catalogue
Delightful Customer Experiencedue to higherbandwidth
41% 27.5% 5.5%Enhanced Qualification using Overriding Mechanism
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